East Meets West: A Fusion of Horizons in Healthy Living

November 2013

Todays focus

1. The evolving healthcare landscape in the US, UK & China

2. Cultural codes blending Eastern and Western approaches

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Health in the East and West are both defined along the lines of negation not ill, not injured, no defects, no disease.

the state of being free from illness or injury

Oxford English Dictionary

1. A normal physiological function, with no defect or disease (Human body) 2. ( Under normal circumstances, with no defects (Things)
Modern Chinese Dictionary

Yet the Western and Eastern approaches to health are rooted in two opposing philosophies.

Individual
Science

Collective Philosophy Holistic Slow Prevention Disease

Specific
Fast

Treatment
Symptoms

And by extension, themes that orbit around health have taken on different roles and relationships
PHILOSOPHY / SPIRITUALITY West: navigator / guide East: life force WELL-BEING West: happiness East: self development

HEALTH

SCIENCE West: factual reality East: control

NATURE West: purity East: holism

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For this mini study, were going to focus on 3 markets (2 Western, 1 Eastern) to help inspire local/global opportunities in health innovation and marketing

The private vs public conundrum in healthcare is playing out differently in each of our markets reflecting deep rooted cultural values, historical trajectories and future goals
US GOAL: FROM HIGHLY PRIVATIZED MARKETPLACE TO AFFORDABLE COVERAGE FOR THOSE WHO NEED IT

UK GOAL: FROM ESTABLISHED NATIONAL HEALTHCARE SYSTEM TO GREATER EMPOWERMENT AND CHOICE

CHINA GOAL: FROM HIGHLY DISCRIMINATORY MARKETPLACE TO UNIVERSAL HEALTHCARE FOR ALL

To understand each market at a more nuanced level, we need to look at the cultural shifts taking place which are shaping the future.

US key shift
INDIVIDUAL ILLNESS COMMUNAL EXPERIENCE

Health has historically been viewed as a private affair as individuals were discouraged from speaking about ailments and expected to manage health on their own. More recently communities have come together to support and discuss the well-being of society as a whole.

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US key shift
HEALTH STAGES HEALTH LONGEVITY

Age and life stage determined health in an era when youth were seen to be indestructible and the elderly had an expiration date. Health is now increasingly regarded as a result of healthy lifestyle choices at all ages one can also fend off illness by making better choices.

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US key shift
ONE FITS ALL RIGHT FOR ME CHOICES

Healthcare was managed by large corporations and remained inaccessible and confusing to the individual. With increased access to healthcare, individuals are beginning to play a larger role in choosing the plans that are most fit for them.

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UK key shift
MENTAL HEALTH TABOO OPEN CONVERSATIONS

As a reserved culture, mental health issues in Britain have long been shunned due to stigma and shame. This is starting to change with a number of campaigns and initiatives addressing issues such as bullying, work-related stress and a failing support system.

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UK key shift
ALL OR NOTHING EXPERIENCE AND ENGAGE

From the extremely tough to the extremely fun, the drudgery of exercise has been replaced by fully immersive, increasingly communal experiences. Exercise doesnt feel like simply the means to an end any longer, but is expected to be an extremely enjoyable end in and of itself.

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China key shift

BLUE COLLAR WHITE COLLAR

Though blue collar manual labor has always been associated with lower social status and related health problems, China is realizing that the white collar dream also comes with its own strains and pains. Consequently, more Chinese are beginning to aspire to a lifestyle that cultivates health and wellness away from the office.

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China key shift

PREVENTION PROTECTION

Physical and mental wellbeing has long been anchored in prevention of energetic imbalance and resulting discomfort. But accelerated economic development is bringing about urban safety hazards - ranging from environmental (pollution, radiation) to economic (food & product safety) which is raising the importance of protection in health.

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China key shift

WESTERN EMULATION CHINESE RENAISSANCE

As Chinas international standing strengthens, the allure of, and reliance on, western innovation is fading. A new national sense of confidence is driving a growing interest in Chinese heritage and ideas like traditional Chinese medicine and local creativity.

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Health is not just a local issue. Adoption and resistance to the global flow of technology is driving a series of bigger ruptures and shifts that will come to influence all markets.

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Global key shift

EASY VITALITY CONTROL AND MONITOR

Increases in access to technology allow individuals to take more control and responsibility for their health through minute tracking of eating, sleeping, and exercise behaviors. Encouragement for moderate exercise is being replaced by a more rigorous individualized approach to monitoring health over time.

Global key shift

CORRECTION ENHANCEMENT

Problem-solution approaches to health targeted specific ailments and corrected them in a systematic, linear way, bringing bodies back to equilibrium. Innovations in technology now allow individuals to augment their health to perform at a level that exceeds human capacity.

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Global key shift

ALWAYS ON ON AND OFF

Todays always-on lives offer unlimited choices and stimulation. But this becomes overwhelming and exhausting, requiring a break. Tuning out by turning inward allows refocusing, recharging, and ultimate fulfillment.

2. Cultural Codes Blending Eastern and Western Approaches

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4 health codes from each of markets

US

UK

CHINA

Mystic Nature

Natural Vitality

Scientific Nature

Cleanse & Renew

Calm Serenity

Holistic Science

Raw & Renewable

Botanical Garden

Minimalist Authenticity

Techno Vitality

Modern Folk

Pure Living

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Our US codes

US

UK

CHINA

Mystic Nature

Natural Vitality

Scientific Nature

Cleanse & Renew

Calm Serenity

Holistic Science

Raw & Renewable

Botanical Garden

Minimalist Authenticity

Techno Vitality

Modern Folk

Pure Living

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Mystic Nature
Harnessing extraordinary natural forces to transform

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Mystic Nature
Harnessing extraordinary natural forces to transform

Brand examples
Qure Water Anna Sui Brizo Faucets Anthropologie Celestial Sensations Tea Kristjana Williams Designs and Dcor Shu Uemura

Language (sounds like)

A perfect combination of pristine purified water infused with Mother Nature's basic minerals (Qure Water) How will it touch you? (Brizo) Natural wonders, symmetry in all living things (Kristjana Williams) Regain your balance, awaken your spirit (Celestial Sensations)

Signifiers (looks like)

Fee-flowing curves and swirls e.g. liquid , vapors, vines, flowers; objects changing forms; Otherworldly glows and luminescence; suggestion of primal forces e.g. volcanic , geothermal; feminine cues; exotic, colorful animals; fanciful creatures e.g. faeries, mermaids Colors: vivid hues, jewel colors
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Cleanse & Renew

Purifying by focusing only on essentials

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Cleanse & Renew

Purifying by focusing only on essentials

Brand examples
Skyn Iceland cosmetics KenzoKi SodaStream Source Greenhouse Pot Nannini transparent eyeglasses Method liquid soaps Yogajournal.com

Language (sounds like)

Skincare that makes you feel good(KensoKi) Solutions for stressed skinbringing it back into balance (Skyn) Reduce and refine (SodaStream Source) Experience the true taste of purity (Voss Water) Clean easy. Breathe easy (Method)

Signifiers (looks like)

Minimalism; organic shapes; see-through objects; open sky and sea; suggestions of sanctuaries; sense of science (lab-like settings, x-rays, sterile feel); unfinished, open lines Colors: white, transparent, sky blue

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Raw & Renewable

Natural strength from an eco-friendly source

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Raw & Renewable

Natural strength from an eco-friendly source

Brand examples
Firebamboo wave iphone case Tarte Airbuki bamboo powder brush Ambre invigorating herbal bath oil Boobamboo conditioning treatment and makeup removal wipes

Language (sounds like)

carefully crafted, renewable bamboo (Firebamboo) versatile and sustainably harvested (Tarte) naturally stain resistant and antimicrobial (Bambu) Rich in mineral and organic proteins, bamboo extract helps strengthen the hair follicle and retain moisture (boo bamboo)

Signifiers (looks like)

Bamboo; rounded contours with linear leaves; natural strength; quick growth; verticality; renewability Colors: natural wood, browns, rich greens

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Techno Vitality
A modern approach to ancient wisdom

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Techno Vitality
A modern approach to ancient wisdom

Brand examples
Solixir CHI ionic hair color Barbasol shaving cream SIS Science in Sport energy fuel Runa energy drink

Language (sounds like)

All natural functional drink (Solixir) ionic technology provides maximum color (CHI) worlds first isotonic carbohydrate energy (SIS) clean energy (Runa)

Signifiers (looks like)

Sleek diagonal stripes, bold blocking, metallic rims, capital letters Colors: jewel tones, metallic, black and white text

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Our UK codes

US

UK

CHINA

Mystic Nature

Natural Vitality

Scientific Nature

Cleanse & Renew

Calm Serenity

Holistic Science

Raw & Renewable

Botanical Garden

Minimalist Authenticity

Techno Vitality

Modern Folk

Pure Living

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Natural Vitality
Wellbeing that glows with inner positivity. Radiant, blissful, optimistic contentment

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Natural Vitality
Wellbeing that glows with inner positivity. Radiant, blissful, optimistic contentment

Brand examples
Burts Bees Pukka Teas Special K Itsu Bumble and Bumble Lululemon Higher Living Tea Evian

Language (sounds like)

Close your eyes, look inside (Spa Ritual) Flourish (Martin Seligman) Happy naked (Evian) Harmonise (Pukka Teas) Eat beautiful (Itsu)

Signifiers (looks like)

Glowing, smiling faces Hair tousled by the wind People spending time outdoors happy and having fun Hazy summer days and diffused sunlight Nature in bloom e.g. blossom, long grass, flowers and butterflies Tendril like shapes unfurling growth and renewal
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Calm Serenity
Secluded spaces away from the modern world that provide peace and tranquillity

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Calm Serenity
Secluded spaces away from the modern world that provide peace and tranquillity

Brand examples
Nude Euphytos Pure Shampoo Dedon outdoor furniture

Language (sounds like)

Undigitize me Clarity arises from stillness in the same way that confusion arises from chaos. Find some time to be still today, to quiet the mind and get some headspace Selfridges No Noise

Signifiers (looks like)

Pale, pastel colour pallet greens, blues, pinks and yellows Clear open landscapes and secluded natural environments Large expanses of sky and white fluffy clouds People looking into the far distance contemplation and freedom
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Botanical Garden
The natural goodness of herbal and botanical ingredients

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Botanical Garden
The natural goodness of herbal and botanical ingredients

Brand examples
Bottle Green Arizona Green Tea Miller Harris Florabotanica Balenciaga Jo Malone Neils Yard Remedies

Language (sounds like)

Talks about natural and unusual ingredients With ginseng and honey (Arizona Green Tea) Elderflower, ginger and lemongrass (Bottle Green) Geranium and Orange (Neils Yard Remedies) Organic natural health and beauty (Neils Yard Remedies) Discover the sensual and dark side of the rose (Miller Harris)
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Signifiers (looks like)

Larger than life flowers in bloom Bright colors Nature left free to grow wild and chaotic

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Modern Folk
Bringing traditional folk craft up to date with a modern sense of elegance and style

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Modern Folk
Bringing traditional folk craft up to date with a modern sense of elegance and style

Brand examples
Domace Panon Indi & co National Trust Doves Organic Farm Womersley Darkroom Koya Japanese restaurant and bar

Language (sounds like)

Talks about tradition and heritage but often with a modern twist We couple the simple, healthy and traditional Sanuki Udon with an elegant broth (Dashi), combined with a dash of originality, is a small Udon restaurant in the heart to London, and it is called KOYA.

Signifiers (looks like)

Traditional crafts and artistry e.g. tapestry, printing, weaving and mosaic folk illustrations of farming and nature Simple colour pallet using 2 or 3 shades Wooden interiors

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Our China codes

US

UK

CHINA

Mystic Nature

Natural Vitality

Scientific Nature

Cleanse & Renew

Calm Serenity

Holistic Science

Raw & Renewable

Botanical Garden

Minimalist Authenticity

Techno Vitality

Modern Folk

Pure Living

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Scientific Nature
Natural strength improved by science

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Scientific Nature
Natural strength improved by science

Brand examples
Renhe (protect stomach) South Land (relieve throat soreness) Hengruida (prevent mastopathy) Herborist (skin care)

Language (sounds like)

Nature creates it, science refines it (Neways) Helping you add another 20 years of life (Ren Huang Sheng Wu) The only path to holistic health (Neways)

Signifiers (looks like)

Aatomy of leaves, natural scenes mixed with science references e.g. science tubes with nature in them and flower bursts; faded backgrounds, mix of hard edges and organic shapes Colors: soft hues, greens, whiteness, pastel hues

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Holistic Science
Using holistic philosophy to get the best results out of science & technology

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Holistic Science
Using holistic philosophy to get the best results out of science & technology

Brand examples
White & Black (cold cure) Yue Sai (skin care) Lancome (skin care) Wahaha (soda water) Natures Gate (shampoo) Cha Dao (tea drink)

Language (sounds like)

Help skin restore the ability of balance (Lancome) Extracting the quintessence TCM to make the best out of science (Yue Sai) Taichi nourishing beauty for thousands of years (Herborist)

Signifiers (looks like)

Taichi diagram; Yin-Yang eight trigrams; circles; Chinese medicinal; flying bright lights; traditional Chinese touches (paper cutting patterns) Colors: metallic hues, greens, black&white, bright gold or red, opposite colors

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Minimalist Authenticity
The complexity of fusing tradition & modernity in a simplified result

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Minimalist Authenticity
The complexity of fusing tradition & modernity in a simplified result

Brand examples
Deyi (wig) Sanjiangyuan (Chinese caterpillar fungus) Bright (yogurt) Shuirong C100 (vitamin C drink) Jurlique (skin care)

Language (sounds like)

As it really is (Bright) 100% authentic squeezed juice Minimal tone of voice

Signifiers (looks like)

Single item on minimal background, fresh plants or fruits, plants with rich traditional culturally meanings (bamboo, caterpillar fungus) Colors: light transparent colors (white, green), single color

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Pure Living
Employing the purity in nature to improve contemporary quality of life

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Pure Living
Employing the purity in nature to improve contemporary quality of life

Brand examples
Haier Master Kong X sports Aura Venon Environmental Bureau Midea

Language (sounds like)

Aspiring tone of voice Fashionable new wind, healthy new home I want the air from top of the Alps Live, Organic & Raw

Signifiers (looks like)

Natural landscapes and urban environments mixed, people with relaxed & happy expressions, nature Colors: white combined with vibrant green and/or blue, multi- colored detail Organic shapes

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Thank you.

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